Brand collaborating on a year-long promotion with department store in Korea.
The Smiley brand is looking to make a big impact in Korea this year, collaborating on a year-long promotion with department store Hyundai.
The activation – which was brokered by Smiley’s APAC partner, Walton Brown – includes a wide range of in-store displays, out of home advertising, pop up events and guerilla marketing activations to ensure a 360 degree immersive Smiley experience, in 15 department stores and five outlet stores across Seoul and South Korea.
Hyundai will hire Smiley promotional staff to distribute badges throughout the department stores around the country, while shoppers can also pick up an exclusive Smiley pouch and tote bag free with purchase.
In addition, a six-metre Smiley inflatable will greet shoppers at Hyundai’s flagship department store in Seoul and a Smiley Camper Van will travel the country.
Smiley’s marketing director, Matt Winton, said: “This is the first time that a department chain in Korea has had one themed retail promotion throughout an entire year, and demonstrates the ability for Smiley to leverage its unique marketing message of happiness and positivity to drive a consistent and long standing message at retail.
“We are extremely proud to add Hyundai to our family of licensees, as we strive to continually work with the biggest and best global partners. We are extremely grateful for the efforts of Steve Wong and our partners at Walton Brown for expediting such a fantastic promotion.”
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